GM revives test-drive promo

Published on September 17, 1998.

General Motors Corp., Detroit, will stage a four-day invitation-only test drive promotion starting Sept. 17 for consumers in Washington. All seven GM car and truck brands will be represented, as will competitors' vehicles. The test drive event is GM's second; the first was held in Denver this summer. GM originally planned to spend between $10 million and $20 million on an 18-city test drive tour. In July, it canceled all but the Denver promotion to conserve cash during the summer's labor strikes. The car marketer plans to research conquest sales in the areas after the events. A third city is said to be in the works.